.-- experiments in art and technology. he was working with producing the velvet underground, "interview" magazine. he wanted his own television program. he was in advertisements, as mark said. >> rose: he was on "the love boat." (laughter) >> how low can you go? >> that's right. he would sell his soul. so it's this idea of expanding an enterprise into many, many disciplines. >> rose: it was said if you want to look at andy warhol, just look at the surface of my paintings and films and me and there i am. there is nothing behind it. >> well, there is something about warhol. he was obsessed with fame, he became famous. not just for the work that he made but for the person that he was. he was this strange enigmatic person. there was the look, the social milieu, but he became a kind of cult figure in and of himself. >> rose: but here's what interests me, this is another quote from him. "i still care about people but it would be much easier not to care. it's too hard to care. i don't want to get involved in other people's lives,